The Yards

The Yards is a new residential development in State College near the campus of Penn State University. Primarily for a rising student population, it’s a place that goes beyond expectations, capturing an energetic spirit that enables students to create their own journey.

The scope of work included a robust brand strategy identifying a target audience, key differentiators, and personality traits; as well as several brand components: naming, identity, stationery, exterior and environmental signage, website, copywriting, marketing collateral, brand guidelines, and interior design.

Not only was the property named The Yards, but a strategy for naming each yardhouse was conceptualized by using surnames with "land" or "field" in their meaning, connecting the names back to the name of the property. They are: Vega, Heath, Upton, Glenn, Hampton, Appleton, Pemberton, Garfield, Whitaker, Beasley, Campbell, and Sutherland. 

Completed while at Bergmeyer. Responsible for brand strategy, naming, brand identity, marketing, copywriting, and environmental branding.